Comprehensive Health Care Shop 'Lii online shop' Rebrands! Renewed as '33.6° by Lii' with the Concept of the Most Beautiful and Fastest Angle to Start Running

Lii Inc. (Headquarters: Nagoya City, Aichi Prefecture, Representative Director: Ayumi Hirose, hereinafter "Lii") has fully renewed its in-house operated comprehensive health care shop 'Lii online shop' and has newly changed its name and rebranded to '33.6° by Lii'.

To the '33.6° by Lii' Shop

Background of the Renewal and the Meaning Behind '33.6°'

'33.6°' is said to be the angle of forward lean that allows for maximum acceleration when a person starts running.

This angle embodies a powerful burst from a crouching start, a liftoff against gravity, and a posture of continuous upward growth towards the future. This '33.6°' angle is imbued with our strong determination for our new shop and our wish for a future where bodies and minds leap into action.

Originally, as a hunting people, we used to run and chase prey every day as a matter of course. However, over time, with the agricultural revolution leading to settled lifestyles, the popularization of automobiles due to the industrial revolution, the advent of the internet society through the digital revolution, and now the AI revolution, we are moving towards an increasingly convenient era.

While this efficiency has increased, our 'opportunities for exercise' have been steadily decreasing. It can be said that we live in an era where it is difficult to even move our bodies unless we actively create opportunities.

However, exercise is not just for maintaining health. Through exercise, communication with family, friends, and companions is born, and in sports, various things can be learned, such as the importance of cooperation and effort. Furthermore, a balance of 'exercise, nutrition, and rest' is important for healthy bodily changes, and awareness of beauty is increasing year by year.

We do not want to simply create a convenient e-commerce site; we want to build an entry point to an experience where 'just having the product at home makes your heart flutter and your body naturally start moving.'

'When the product arrives, you put on your shoes at the entrance and can't help but start running at a 33.6° angle.'

With the strong will to increase such people throughout Japan, we have renewed the shop's name to '33.6° by Lii'. We will offer items that create dynamism in daily life through multifaceted approaches such as exercise, kids, nutrition, beauty, and sleep.

Recommended Items to Create a 'Trigger to Move Your Body'

We introduce two flagship items that symbolize the renewed shop and make you want to run outside just by having them.

[First Landing in Japan] Kids' Outdoor Shoes 'smibu'

◼︎ Features: This is a next-generation kids' shoe pursued by Lii, the sole domestic distributor, with an exquisite balance of color and functionality.

Starting from the principle that 'children's shoes should not be miniature versions of adult shoes,' they are designed according to the growth curve of children's feet.

Equipped with the unique 'Fluid Dynamics Technology,' it achieves twice the shock absorption of adult shoes, reducing the burden on ankles and knees.

The colorful candy-colored design stimulates children's small adventurous spirit to 'want to play outside.'

The wide last design with ample space in the toe area fits Japanese feet.

◼︎ Target: Children who want to run around freely in nature such as rivers and mountains, or in parks, and families who want to gently watch over their growth.

[Solving the Problem of 'As If Invisible Things Don't Exist'] 'Inclusive Backpack that Fosters 'Accomplishment''

◼︎ Features: Born from the knowledge of developmental support sites, this is a multifunctional backpack that turns a child's 'particularity' into a driving force for independence and going out. It transforms the morning preparation for parents and children from a 'battle' into a 'proud time of self-initiated movement,' fostering the child's autonomy.

Fan Pocket: A design that allows them to decorate their favorite things and feel attached to it as 'their own special backpack.'

Magnet Gimmick: Easy for 3-year-olds or children with clumsy fingers to open and close by simply lifting and lowering.

High-Contrast Lining: A visual design that allows a clear view of the contents, eliminating the 'Huh? Where did I put that?' noise.

◼︎ Target: Toddlers and elementary school children, and families who want to make getting ready for outings smooth and enjoy every day actively.

Shop Overview

Shop Name: 33.6° by Lii

URL: https://liionlineshop.com/

Official Instagram: https://www.instagram.com/lii_online_shop_

About Lii Inc.

With the philosophy 'You Move, Move You.,' we aim to achieve a fulfilling life both mentally and physically by making daily movement a norm. In today's world where 'it is possible to live without moving' due to the development of civilization, we pledge to change each person's exercise habits and move the world with the power of exercise, spreading the joy of daily movement to as many people as possible.

[Company Overview]

Company Name: Lii Inc.

Representative: Representative Director CEO Ayumi Hirose

Established: November 1, 2018

Location: Gokiso Central Building 3A, 3-8-1 Gokiso-dori, Showa-ku, Nagoya City, Aichi Prefecture

Business Activities: Child developmental support services, after-school day services, education services, fitness services, commerce (retail) services, sports education services

Website: https://liistyle.com/

[Contact Information for This Matter]

Lii Inc. Public Relations Contact: Yokoyama

TEL: 090-5944-9538 / MAIL: lii_pr@liistyle.co.jp